Xiaomi answers: the secret …

We finished March at Computer News’s Vienna editorial office, where the Xiaomi event took place at the Hofburg Palace. What they presented and what we learned in a conversation with Xiaomi Product Manager Pekko Honkasalo.

On March 31, we attended a Xiaomi event in Vienna, where the latest flagship series of Xiaomi 12 phones were presented to European users. They presented three new smartphones: Xiaomi 12 Pro, Xiaomi 12X and Xiaomi 12, which we also had the opportunity to test. They also introduced the Xiaomi Watch S1 and Watch S1 Active series of smartwatches, as well as the Xiaomi Buds 3T Pro and Xiaomi Buds 3 wireless headphones. Find out more in this post.

Nearly two years after the Corona measures, we also had the opportunity to have a more personal conversation with Xiaomi Product Manager, Pico Honcasalo, with whom we discussed Xiaomi’s success, its future and the direction in which mobile technology will evolve.

Let’s first start with the evening star, the Xiaomi 12. During the presentation, there was a great emphasis on the screen, fast charging technology and camera performance. From a consumer perspective, what is the most distinctive feature of the new Xiaomi 12 series of phones?

Pico Honcasalo, Xiaomi Product Manager

The amazing features of the new Xiaomi 12 family of phones will be divided into three areas that I have already mentioned: display, charging and display. Let’s highlight the fast charging technology first, especially with the Xiaomi 12 Pro, which supports 120W HyperCharge charging with AdaptiveCharge technology. Lots of big words, but in a nutshell, this means that users enjoy a very fast charge, and at the same time they don’t have to worry about battery health. This takes care of two very different groups of users. Despite the continuous improvement in the life of modern batteries, some users with demanding use still consume the entire battery throughout the day. With the Xiaomi 12, they can count on extremely fast charging. Others, less demanding users who only take a few photos during the day and browse the web, still usually charge their phones overnight. This is where Adaptive Charge comes into play, which protects the battery and ensures its long-term health.

Then there’s the AMOLED display, which is great on all three models. We didn’t pay much attention to DisplayMate’s results during the event itself. In fact, they are number one. Xiaomi 12 and 12 Pro set or equal 15 records in screen quality. Xiaomi 12 Pro is our best monitor with AdaptiveSync technology, and at the same time it has exceptional brightness.

For the third most important feature, I will choose between powerful hardware with a Snapdragon 8 Gen 1 processor on the front and the amazing sound of the Xiaomi 12 Pro’s quad speakers.

I would describe the Xiaomi 12 Pro as a versatile smartphone that has it all: great performance, screen quality, camera and sound. With the Xiaomi 12, I would like to highlight the small size that hides the most powerful devices.

Speaking of charging, how fast (120W) charging will the long-term health of the battery?

As mentioned, we use AdaptiveCharge technology in Xiaomi 12 Pro and Xiaomi 12. It is specifically designed to extend battery life by reducing unnecessary uninterruptible charging. For example, leaving your smartphone charged at 100% overnight is a common cause of poor battery performance. The technology charges the device in the evening and then charges it early in the morning before the user starts the day, thus protecting the battery from deterioration.

Xiaomi is a relatively young company that was founded in 2010. In just over ten years, it has managed to reach the pinnacle of mobile technology. How did you do that?

Xiaomi’s success is directly related to consumer demand. The latter has recognized the quality of Xiaomi products, which offer many functions and exceptional performance at a competitive price. Users are also more familiar with the Internet era. More and more users are inquiring about the product before buying it and comparing it with others. Of course, Xiaomi products stand out here, which is famous for its good price-performance ratio.

Of course, there is also a great deal of focus on digital strategies, but physical stores and physical sales are also critical to the company’s long-term success. People still want to see products, and as you already know, Xiaomi has a number of AIoT products that need a visual presentation.

xiaomi pico
Pico Honcasalo, Xiaomi Product Manager

Let’s stop at foldable phones. Are you planning to enter the foldable phone market? Does this technology have long-term potential?

This is definitely an area we are watching closely. We believe technology has great potential. Foldable phones simply stand out due to their unique design. Although I cannot comment much on what is happening in this area, I can say that Xiaomi is committed to regularly preparing high-quality and interesting products for its users. Once we are convinced that folding technology will be at the level we want, we will of course be ready for the possible development of such devices.

Xiaomi is also famous for its POCO and Redmi phones. How much creative power does Xiaomi have in developing these phones? Are you planning to continue your current sales strategy based on a good price-performance ratio?

POCO is an independent brand with its own sales, marketing and product teams. As an independent brand, POCO has their own philosophy, so they make creative decisions themselves.

However, POCO still shares some resources with Xiaomi that support basic back office functions such as supply/production chain, after-sales support, and quality assurance procedures.

POCO focuses on efficiency and cost-effectiveness and continues its strategy.

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